You’re a small business owner and you’re trying to nurture your leads into becoming customers. You’ve already attracted an audience, engaged them on your website, and convinced them to join your mailing list or follow your social channels, but they still aren’t ready to buy. So how do you turn them into a customer without being too pushy or making them feel like you’re just trying to sell them?
There a few different styles of video content we recommend you try making for this stage, but one of the most compelling and effective videos for any stage of your video marketing strategy is the customer testimonial.
We’re going to focus on the video testimonial, which is a video that shows past or current satisfied customers telling their story of using your product or service and sharing their experience in their own words.
There are many great reasons to create a customer testimonial video for your company, but there is definitely a right way and a wrong way to go about it. Don’t believe us? Take a look at these 11 examples from great companies we’ve helped get the testimonial video right.
1. On Demand Advisors – Specific, Tangible Results
This example for On Demand Advisors works so well because of the specificity of the testimonial given by Ray White, Chief Marketing Officer of ICUC Social. Specificity is one of the most powerful elements of a strong testimonial video because it provides data points for your prospective leads to latch onto and helps them visualize how your product or service benefits them in a tangible way.
“We went from 40 leads a month to over 300 leads a month…15 meetings a month to over 60-70 meetings a month, sometimes as much as 90,” White said, giving tangible evidence to back up how On Demand Advisors helped his company – and how it might help yours.
2. Carlthorp School – The Truth is in the Testimonial
This example for Carlthorp School is unique because it lets the kids speak for themselves about why they like their school. As a parent deciding where to send your child to school, you’re making a “purchasing” decision that doesn’t just affect you, but affects the child you’re sending there. In that sense, what more authentic recommendation can you get for a school than one from the ultimate customer – the kids themselves?
By creating a testimonial video to nurture your leads, you’re providing value from another source outside of yourself. Your content will stand out as impartial and real — not overly salesy or promotional — when you let your customers speak their truth and keep it real. And as anyone in the video industry can tell you, getting kids to fake it is hard stuff. Nobody keeps it more real than the kiddos.
3. Magic Flask – Capture the Moment
This unique example from Magic Flask offers a creative take on customer feedback by capturing a series of taste-testers’ actual reactions to the Magic Flask in real-time. In this way, they get to include a quick product pitch at the beginning and let the customer reactions do the selling for them.
By offering a range of varied customer testers alongside a range of varied alcohols to test with the flask, Magic Flask is able to capture multiple reactions across a variety of different products. If this testimonial doesn’t pique your interest in the Magic Flask, then you must not be a big drinker!
4. Adestra – The Single Customer Case Study
This example for email service platform Adestra works because customer Hope Horner, CEO of Lemonlight, is able to share what her company does, why Adestra was the right fit for her company, how she uses it to help her own customers, and why she chose Adestra over the competition (because of the ongoing and unparalleled customer support). By better understanding the specifics of the customer’s use case, your prospective leads are able to better see how the product or service actually works — and how it could work for them.
5. Closet Works – Intercut your Testimonials with Results
This customer content works for a couple of reasons. One is the fun, lighthearted customers who happily share how amazed they are with their results. But where this testimonial really shines is in seeing the actual closets the company has designed intercut with the cheery testimonials. It’s one thing to see how happy the customers are, but physically seeing the final products really seals the deal. The key lesson here: don’t be afraid to show off why your customers are so eager to offer their testimonials!
6. Applied Fitness Solutions – Focus on the Customer’s Journey
In this example from Applied Fitness Solutions, customer Susan Cole takes us on her own personal journey, telling us where she was prior to Applied Fitness Solutions, her experience while using it, and her satisfaction with the results after she was done.
Like any well-told story, the best customer testimonials don’t just share their happiness with the final product, but build a narrative and take the viewer on a journey that tracks their complete experience.
7. LotLinx – “I Really Don’t Want to Share My Secrets, But…”
This example from digital automotive marketing tool LotLinx has one of the best quotes we’ve ever heard from a customer testimonial video—period. When Marketing Director Valerie Muzyka was asked if she would recommend LotLinx to other customers, she said, “I really don’t want to share my secrets, but absolutely…”
One of the most important functions a customer testimonial serves is building trust and credibility with social proof from other satisfied customers. Your testimonials should answer the questions your prospective leads have about your brand. So when you get a quote like Valerie’s, you know you’ve stumbled on something you don’t want your competition to have. After all, if it gives your competition the edge, then it must be good, right?
8. Mona Patel Dentistry – Lead with Feelings
From the very start of the Mona Patel DMD customer testimonial example, the viewer is enveloped in a welcoming feeling. The video leans into the feelings exuded by the customers and uses extra production value, like an uplifting score and shots of smiling dental staff, to amplify that welcoming emotion. And the truth of the matter is your prospective leads will ultimately need to make an emotional connection before they’re convinced to purchase from you.
9. Lowes Air Duct Cleaning – Feature Different Target Customers
In this customer testimonial for Lowes Air Duct Cleaning, Lowes chose to create two separate testimonials — one from the husband’s perspective and one from the wife’s perspective. That way, they were able to appeal to two different demographics and share different perspectives on the same experience.
According to Google’s statistics, 68 percent of consumers prefer product videos from “people like me,” which means you want to be mindful of using customer testimonials from all different types of customers to appeal to all of your prospective leads. The best product videos usually feature a wide variety of people of all different ages, ethnicities, genders, and backgrounds.
10. TWG Plus (Morgan State University) – High-Quality Production Matters
The reason this Morgan State University video works so well is two-fold: it highlights the thriving student body on Morgan State campus, and does it with high quality sound, imagery, and music.
There is no understating how powerful production value is for any video, but too often, customer testimonials fall short because the emphasis is on the testimonial, and not the quality. While the customer story should always come first and foremost, having a higher quality video shows your prospective leads your attention to detail and the care you invest in all aspects of your business.
This is especially important when your brand or business has a lot to offer visually, like a beautiful school campus or a warm and welcoming office building.
11. Elite Dental, Patient Testimonials – Master the After
This Elite Dental patient testimonial video might feel familiar to you because of the before and after pictures you’ve probably seen in other commercials, but it hones in on a critical component of making a good testimonial: the after. By using before and after photos of the patient’s teeth prior to their dental procedure, we very quickly realize the value of the service thanks to the customer results. The focus then stays entirely on their satisfaction — and their beautiful smiles.
If you would like to learn more about how you can utilize a testimonial video for your own company, we can help! Schedule a call with one of our creative producers today.
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